Factors Influencing Consumer Intentions of E-Coupon: An Application of Extended Technology Acceptance Model
| Autor: | Hung-Ta Chiu, 丘宏達 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 So far in August 2007, outbreak of the subprime mortgage in U.S., so against inflation, reduced consumer spending and savings can be regarded as full of movement. According to past empirical studies has shown the "discount promotion" is most effective in a lot of marketing activities. In addition Kolter (2003) also considered that ”e-Coupons will not only save marketing costs, shorten delivery time, so that consumers can have the information right to choose”. In information and technology developed’s today, the release of discount coupons are not only by artifical or clamps the newspaper, but also by the web, cell phone text messages, i-bon and other electronic media to search, download and print. In this study, based on Davis et al.,(1989) of the Technology Acceptance Model (TAM) for the theoretical basis and framework into the electronic word-of-mouth(e-wom), the user personal attributes(personal innovativeness, web-search capabilities), “ characteristics of the e-coupons” and “past adoption experience of discount coupons”, to build up the potential impact of the use of e-coupon system and theoretical model. The objective of this model is that factors influencing consumer intentions of e-coupons, and two hundred and eighty-eight consumer were samples as subjects. The results of confirmatory facator analysis(CFA) indicate that this questionnaire scales have good reliability and validity. This SEM path analysis shows that(1)E-WOM has significantly positive impact on perceived usefulness. (2)In characteristics of e-coupon, with greatest impact of perceived usefulness is the redeem distance. (3)Personal innovativeness and web-search capabilities has a significantly positive effect on perceived ease of use. (4)Perceived ease of use and perceived enjoyment has a significantly positive effect on perceived usefulness. (5)Perceived enjoyment has a significantly positive effect on perceived ease of use. (6)Perceived belief(PEOU, PU, PE) has a significantly positive effect on intention to use the E-coupons. Finally, this study discusses the implications of these findings and offers directions for future research. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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